Role of HR in building the employer branding

Role of HR in building the employer brand

HR is the face of a company’s recruitment process and is often the first impression new employees have with your company. HR also sets company policies that are closely aligned to the organisation’s values. These give some HR professionals reason to believe employer branding should sit under the responsibility of the HR function.

There are various elements to an employer brand and understanding these means that it doesn’t belong to a single function. Improve the Importance of Employer branding is not a duty of marketing or HR.

Both functions have the skills and capabilities to deliver certain elements of the employer brand and they should work together to create a unified strategy. Marketing and HR also need to work together to get a third integral element in place - a company’s CEO. Having leadership visibility strengthens a company’s employer brand.

What is an employment brand?

An employment brand is the market perception of what it's like to work for an organization. In other words, it’s the image that your prospective, current and past employees have in their minds about the employment experience at your company. This includes characteristics like the organization’s company culture, work environment, employee benefits, and employee value proposition.

Employees will undoubtedly use platforms like Facebook, LinkedIn, Twitter, Glassdoor and Indeed to share their experiences. In fact, Glassdoor reports that 70% of people look at reviews before they make career decisions.

These platforms are a source of valuable feedback to address elements of your employee value proposition. Of course, not all employees will be happy all of the time but look out for pain points that could deter right-fit talent from applying.

As competition increases, organisations need to realise the importance of a strong employer brand and the benefits it creates. Some importance of an employer brand include: 

·         Becoming an ‘employer of choice’ - job-seekers are increasingly looking for companies that offer more than salary increases

·         Increased financial performance

·         Increased motivation and engagement of employees

Becoming an ‘employer of choice’ - job-seekers are increasingly looking for companies that offer more than salary increases

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